Comments on: The ROI of a corporate blog http://specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/ A blog from Australia looking at technology, enterprise 2.0, management, Human Resources (HR) and recruitment. Thu, 18 Mar 2010 09:53:13 +1100 http://wordpress.org/?v=2.8.4 hourly 1 By: Blog ROI and Measurement at iconcertina blog http://specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/comment-page-1/#comment-91023 Blog ROI and Measurement at iconcertina blog Tue, 20 Feb 2007 12:36:42 +0000 http://www.specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/#comment-91023 [...] Micheal Specht in Australia sumarises Forrester Research’s recent report on Corporate blog ROI in these four headings (from their promotional material): • Increased brand visibility • Savings on customer insight • Reduced impact of negative user generated content (UGC) • Increases sales efficiency [...] [...] Micheal Specht in Australia sumarises Forrester Research’s recent report on Corporate blog ROI in these four headings (from their promotional material): • Increased brand visibility • Savings on customer insight • Reduced impact of negative user generated content (UGC) • Increases sales efficiency [...]

]]> By: Bruce’s Blog / links for 2007-02-13 http://specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/comment-page-1/#comment-86671 Bruce’s Blog / links for 2007-02-13 Tue, 13 Feb 2007 00:32:45 +0000 http://www.specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/#comment-86671 [...] The ROI of a corporate blog at Michael Specht - discussions on HR and technology Over the last few years there has been lots of talk about how to measure the ROI of a corporate blog, I have written about it a fews times. At the end of the day ROI of a blog is hard to measure, unless you sell advertising which most corporate blogs do n (tags: blogging roi value marketing perceptions branding internet) [...] [...] The ROI of a corporate blog at Michael Specht – discussions on HR and technology Over the last few years there has been lots of talk about how to measure the ROI of a corporate blog, I have written about it a fews times. At the end of the day ROI of a blog is hard to measure, unless you sell advertising which most corporate blogs do n (tags: blogging roi value marketing perceptions branding internet) [...]

]]> By: Michael Specht http://specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/comment-page-1/#comment-84441 Michael Specht Thu, 08 Feb 2007 01:02:32 +0000 http://www.specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/#comment-84441 Brett you are spot on, however big corporates like to know an ROI on everything they do. Also many organisations are hesitant about starting a blog due to the perceived risks, legal and otherwise. My guess/speculation is an ROI discussion helps get around these concerns. I really like your comment "The ROI of talking to people" and the breakdown of the 3 things you are doing when talking to people. It highlights the "markets are conversations" maxim. It also takes me back to a post (http://www.specht.com.au/michael/2006/02/01/corporate-communications/) I made a while back on a Watson and Wyatt study around internal communication where the bottom line was employees want to have a conversation with management. A final note, more a disclaimer, I have no idea what the process was internally around the setting up of the blog. Brett you are spot on, however big corporates like to know an ROI on everything they do. Also many organisations are hesitant about starting a blog due to the perceived risks, legal and otherwise. My guess/speculation is an ROI discussion helps get around these concerns.

I really like your comment “The ROI of talking to people” and the breakdown of the 3 things you are doing when talking to people. It highlights the “markets are conversations” maxim. It also takes me back to a post (http://www.specht.com.au/michael/2006/02/01/corporate-communications/) I made a while back on a Watson and Wyatt study around internal communication where the bottom line was employees want to have a conversation with management.

A final note, more a disclaimer, I have no idea what the process was internally around the setting up of the blog.

]]> By: Brett Iredale http://specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/comment-page-1/#comment-84392 Brett Iredale Wed, 07 Feb 2007 23:30:02 +0000 http://www.specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/#comment-84392 Hi Michael All these points about blog ROI are interesting, but to me it seems overly scientific for something that is essentially very simple. To me blogging = talking. I blog so that I can start more conversations with more people. In a business context if I am talking to people I am generally going to be: - selling them something - buying something from them - or getting them to introduce me to people I can sell to or buy from. So to me these complex reports on the ROI of blogging should really be titled "The ROI of talking to people". I am not trivialising corporate blogging when I say that either. I think if you work in a company and need to talk to more people then blog on. At the end of the day isn't the ROI about whether you as a business owner or employee are doing a better job? Is your blogging helping you to achieve your KPIs? If so then blog with all your might. If not then it's probably not about blogging - it's actually about your effectiveness in your job. Just a few thoughts... Cheers Brett Hi Michael

All these points about blog ROI are interesting, but to me it seems overly scientific for something that is essentially very simple. To me blogging = talking. I blog so that I can start more conversations with more people.
In a business context if I am talking to people I am generally going to be:

- selling them something
- buying something from them
- or getting them to introduce me to people I can sell to or buy from.

So to me these complex reports on the ROI of blogging should really be titled “The ROI of talking to people”.

I am not trivialising corporate blogging when I say that either. I think if you work in a company and need to talk to more people then blog on. At the end of the day isn’t the ROI about whether you as a business owner or employee are doing a better job? Is your blogging helping you to achieve your KPIs? If so then blog with all your might. If not then it’s probably not about blogging – it’s actually about your effectiveness in your job.

Just a few thoughts…

Cheers
Brett

]]> By: John Cass http://specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/comment-page-1/#comment-84384 John Cass Wed, 07 Feb 2007 23:05:12 +0000 http://www.specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/#comment-84384 Interesting thanks Michael! Interesting thanks Michael!

]]> By: Michael Specht http://specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/comment-page-1/#comment-84329 Michael Specht Wed, 07 Feb 2007 20:00:37 +0000 http://www.specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/#comment-84329 John, honestly I am not sure of the answers as I am not that close to what is going on with John's blog, being on the other side of the world and not in either R&D or corporate marketing. My observations are almost from an outsiders view. What I can see from the first round of feedback there is feedback on existing products and on currently public product strategies. I think Nortel is sort of revealing more at an earlier stage, see the most recent posts on Hyper-connectivity, although John Roese has been talking up his 3 mega trends in the press the blog provides a method of feedback, through comments, which might not have been otherwise achieved. John, honestly I am not sure of the answers as I am not that close to what is going on with John’s blog, being on the other side of the world and not in either R&D or corporate marketing. My observations are almost from an outsiders view.

What I can see from the first round of feedback there is feedback on existing products and on currently public product strategies. I think Nortel is sort of revealing more at an earlier stage, see the most recent posts on Hyper-connectivity, although John Roese has been talking up his 3 mega trends in the press the blog provides a method of feedback, through comments, which might not have been otherwise achieved.

]]> By: John Cass http://specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/comment-page-1/#comment-84265 John Cass Wed, 07 Feb 2007 17:09:41 +0000 http://www.specht.com.au/michael/2007/02/07/the-roi-of-a-corporate-blog/#comment-84265 what you have learned from customers is very interesting, has this new insight, and the process changed Nortel's approach to product development, will you reveal more at an earlier stage to gain more insight from customers. Or is it a case of gaining feedback on existing products? what you have learned from customers is very interesting, has this new insight, and the process changed Nortel’s approach to product development, will you reveal more at an earlier stage to gain more insight from customers. Or is it a case of gaining feedback on existing products?

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